Maxim's Group celebrates 70 years with dining perks

In celebration of its 70th anniversary this December, Maxim's Group has launched the second phase of its anniversary campaign under the theme "Devoted since 1956" (一心一意70年).

Through a series of dining privileges, product innovations, heritage revivals, and collaborative initiatives, the campaign aims to share the joy of this milestone with both locals and visitors.

As the first phase of the anniversary celebrations, more than 30 Maxim's Group brands will offer dining privileges worth up to HK$1 million in total from July to August, covering Chinese, Western, Japanese, quick-service, and bakery categories.

Maxim's Group held its kick-off ceremony at Jade Garden (翠園) in Star House, the group's first Cantonese restaurant, which opened in Tsim Sha Tsui in 1971. A pioneer of the "upstairs restaurant" concept and "Chinese cuisine with Western-style service," Jade Garden has remained a dining landmark for over 50 years. 

Jade Garden will launch a frozen dim sum series (翠園包裝急凍點心系列) this September, including shaomai, golden lava bun, lipu taro lava bun, and black sesame lava bun. Using fresh-lock technology, the products offer restaurant-quality dim sum at home with easy reheating. Available at selected Wellcome, Market Place by Jasons, 3hreeSixty, Maxim's Cakes, and the Eatizen app, the launch will be backed by a September promotional campaign.

To broaden the reach and public participation in its anniversary celebrations, Maxim’s Group will also join the “Hong Kong Shopping Festival” (開心購物節) organised by the Hong Kong Retail Management Association, bringing a series of anniversary dining privileges across more than 30 of its brands. E-coupons will be distributed through platforms including AlipayHK, Alipay and AR Lens during July and August, allowing local residents and visitors to collect and redeem the offers.

The group has also rolled out various promotions from July to August, including a limited-time 30% discount on selected signature dishes at Maxim's Chinese Cuisine restaurants, anniversary privileges across its Japanese and Western brands, and the launch of a "70th anniversary limited edition mooncake gift box" for the upcoming Mid-Autumn Festival.

Maxim’s Group stated that its 70th anniversary celebration campaign will continue into 2027. In the coming months, the group will introduce more limited-edition products, themed activities and collaborative initiatives in line with different festive occasions and promotional milestones. As the grand finale of the anniversary celebration in December, the group will launch a large-scale customer appreciation campaign, inviting people across Hong Kong to witness and celebrate this important milestone together.

Michael Wu, chairman and managing director of Maxim’s Group, said, “Over the past 70 years, Maxim’s has witnessed the evolution of Hong Kong society and its consumer market, while continuing to grow in step with changing lifestyles. In recent years, Hong Kong’s consumption patterns have undergone notable changes, with northbound spending becoming increasingly common. Customers are also placing greater emphasis on value, quality, convenience and the overall experience. The industry must therefore embrace change and drive transformation through innovation.”

“At Maxim’s, we will continue to uphold our commitment to quality, offering food that delivers value and earns customers’ trust. We will also further enhance our service experience and operational efficiency through digital development and technology applications, while introducing product innovations and more diversified consumption occasions to better meet market needs.”

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